Humana Covered: Humanizing Enrollment with Documentary

Within a pivotal enrollment drive, we created Covered as the emotional heart of our campaign—a bold shift from information to inspiration. As lead creative on Humana, I transformed Edelman’s role from PR partner to full content-marketing leader, launching a documentary-style film series that put real Humana members and their stories at the center. Covered set out with a clear mission: to reveal the life-changing value of health insurance through the authentic voices of those who lived it. The first film, featuring Erin Henderson in Jarrell, Texas, set the tone for a series that traveled across Humana’s priority geographies, giving a human face to coverage. These films became the connective tissue of our enrollment push—moving audiences online and at key events. Covered was more than a film series—it was the catalyst for a powerful, integrated enrollment movement. Our work spanned digital promotion, media partnerships, local activations, educational outreach, and Humana’s first national Sign-Up Saturday. Through these efforts, we didn’t just inform; we built trust, empathy, and emotional connection, helping transform Humana into a true partner during ACA enrollment. In just three months, we doubled the content marketing budget and laid the foundation for a national partnership with CVS. Covered stands as a defining example of brand storytelling that drives real-world impact.